Understanding Klaviyo's reputation repair AI

You will learn

Learn about reputation repair AI and how to qualify. Reputation repair AI helps improve your sender reputation and email deliverability by excluding unengaged profiles from your email campaigns.

Prerequisites for reputation repair AI

To qualify for the reputation repair AI, your account must meet the following prerequisites:

• A deliverability score below 50 (i.e., poor).
• Are not actively in guided warming.
• Have reached at least 5,000 active profiles.
• Have sent at least 1 email campaign in Klaviyo to 1,000 or more recipients in the last 30 days.
• Have not had reputation repair deactivated for ignoring guidance within the last 6 months.

If you are moving data from a previous email service provider to Klaviyo, see these migration and integration guides:

• Mailchimp
• Constant Contact
• Campaign Monitor
• Other email service providers

Reputation repair AI process

Reputation repair AI excludes unengaged profiles from the lists or segments you select for an email campaign. Profiles are included based on recent email clicks or opens, or a recent subscription. As you send qualifying campaigns, the engagement window expands through the phases below.

With reputation repair enabled for a campaign, Klaviyo excludes unengaged profiles from that campaign. You advance through Phases 1–4 by sending qualifying campaigns. If your account’s 30-day deliverability score rises above 75, reputation repair ends, even if you have not reached Phase 4.

• Phase 1
  Sends are limited to profiles that engaged in the last 30 days OR subscribed in the last 30 days
• Phase 2
  Sends are limited to profiles that engaged in the last 60 days OR subscribed in the last 30 days
• Phase 3
  Sends are limited to profiles that engaged in the last 90 days OR subscribed in the last 30 days
• Phase 4
  Sends are limited to profiles that engaged in the last 120 days OR subscribed in the last 30 days

The number of qualifying campaigns needed to advance to the next phase depends on how frequently you send. Klaviyo determines this frequency from the median (middle) gap between your last 10 sent email campaigns, with each gap rounded to whole days. More frequent senders need more qualifying campaigns. If you have fewer than 10 sent email campaigns, you do not advance based on campaign counts; reputation repair can still end when your 30-day account score rises above 75.

Start the reputation repair process

When reputation repair AI is available in your account, you’ll see the following modal when creating an email campaign. Once you dismiss it, it does not appear again.

1. Choose the lists or segments to send to on the Recipients step of your email campaign. The reputation repair section lets you view your repair plan and exclude unengaged recipients.
2. Leave Exclude unengaged recipients (recommended) checked.
3. Click Next to save your recipient settings, then finish creating and sending your email campaign.

For new campaigns, Exclude unengaged recipients (recommended) is checked by default. These profiles are excluded from the campaign, not deleted from your account.

To include these profiles in a particular campaign, clear Exclude unengaged recipients (recommended) and select Ignore Guidance in the warning modal. Sending to unengaged recipients can harm deliverability. To keep the exclusion, select Close and Follow Guidance.

Reputation repair AI drawer

When you select View repair plan, the reputation repair drawer opens with the following information:

• Reputation repair progress
  The phase of the reputation repair progress you are in.

• Current deliverability score
  Your current deliverability score based on the last 30 days of data, compared with your score when reputation repair started.
• Unengaged profiles removed
  The engagement period of profiles being excluded from your send and the breakdown of engaged vs. unengaged profiles.

Outcome

Reputation repair ends when your account’s 30-day deliverability score rises above 75. Reaching Phase 4 does not by itself complete the process. A higher score reflects stronger performance in the metrics Klaviyo uses to measure deliverability, but it does not guarantee that an email will reach a recipient’s inbox. Continue monitoring your deliverability score and sending to engaged audiences.

After repair has been active for 6 months, Klaviyo can deactivate it if, during the last 6 months, you have sent no email campaigns, used repair on no campaigns, or used it on fewer than 5% of campaigns eligible for repair. Deactivation for these reasons does not mean your deliverability score has improved.

Additional resources